Social Platforms & Web 2.0 Environments

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1.Happy Marketer.more business from your website Social Platforms & Web 2.0 EnvironmentsRachit DayalPrincipal Consultant, Happy Marketer Rachit@HappyMarketer.com2. Rachit Dayal Prole Principal Consultant, Happy Marketer Lead Consultant on all Web Projects for Happy Marketer 12+ years of Web experience, SEO Over 50 websites optimized SEM $500,000 spend managed Conversion $5 million of online sales Websites 11+ years of experience Singapores rst Google Certied AdWords Professional (Jan 2006) Analytics Professional (Mar 2009) 3. Rachits Story 4. About Happy Marketer? Social Media Think Tank 2+ years old, headquartered in Singapore Provides Complete Management, StrategicConsulting and Training Services Clients include Starhub, JobStreet, AirAsia, PhillipCapital, Tourism New Zealand Focused on bringing market leading thoughtleadership in Social Media Marketing to APAC Vibrant Training/Consulting arm trained over1500 professionals in less than 2 years Yahoo & Google Certied Partners Dedicated to Transparency of Processes,Progress and Billing with Clients 5. Lets Answer Three Important Questions1. Why are we here today?2. What will we accomplish by the EOD today?3. What will we be doing in todays training? 6. Agenda1. Introduction2. Social Media + Businesses3. Websites That Work Today4. Search Engines & Mobile5. Social Media Landscape6. Hands-on Experience with Social Media7. Case studies in Social & Mobile8. The future of the web 7. Ground Rules Phones Questions Distractions Be Eager Beavers! 8. Happy Marketer.more business from your websiteCommunication& Brainstorming in the Web 2.0 World 9. Quick Game 2 People in a team One facing the screen one facing away from the screen Need paper, pens Bring out your inner directors & artists! 10. Happy Marketer.more business from your websiteHow we use the 11. Q1 - What Do You Use The Web For? Email Search Engines Instant Messaging Portals News Blogging & Microblogging Social Networks Mobile apps & web 12. Uses of the Internet 13. Q2 How do you do product research today? Websites Brochures Events Magazines Television Outdoor Ads Newspapers Radio Direct Mail 14. 15. Q3 - What is your current marketing mix? Distributors & Retailers Billboards Print & Radio Ads Direct Mail Website Search Advertising Email Marketing 16. 1/3rd of All Ad/Marketing Spend to Digital Total: $368 Billion Print: $111.5 Billion TV, Radio, Movies:$84.6B Mobile: $1.1 Billion Digital: $120.2 Billion Websites: $63 B Search Ads: $14.6B Email Mktg: $12.7B 17. The Slow Death of Linear Marketing In the past linear, one-way promotions worked well Because of limited marketing channels, the only thing companiescould focus on was getting more eyeballs 18. Internet Inuences On Multiple 19. Much More Choice for Consumers Now consumers makedecisions based on Finding alternatives through search engines Opinions of their friends from social networking Peer reviews through twitter and other websites User generated content through YouTube and 20. Happy Marketer.more business from your websiteWhy Social Media? 21. Fish where the shes are 22. Disconnect between Advertisers & 23. Brands Ignoring Internet Behavior?1.7% Ad spend online 45% Time online 24. YouTube Kills Search Engines 25. Facebook Leads The Web 26. Bloggers & Tweeters are Close Behind 27. How much do people Social Network?Social Networking Reach and Engagement in Asia Pacic MarketsTotal Internet Audience*, Age 15+ - Home & Work LocaGonsSource: comScore World Metrix Feb 2010 Social Networking% Reach Average Minutes per Average Visits per Visitor VisitorAsia Pacic50.8 148.9 15.1Philippines 90.3 332.2 26.3Australia 89.6 228.0 20.9Indonesia 88.6 324.4 22.6Malaysia84.7 226.0 22.3Singapore 83.7 220.9 22.1New Zealand81.2 217.5 20.3Taiwan75.9 131.3 18.3Hong Kong75.4 223.3 25.4India 68.5 130.1 13.0South Korea63.5 131.4 16.0Vietnam 46.1 49.57.2Japan 42.3 120.5 14.0 28. Whats The Top Social Media Destination?Top Social Network in Individual Asia Pacic Markets by Percent Reach of Web PopulaGonTotal Internet Audience*, Age 15+ - Home & Work LocaGonsSource: comScore World Metrix Feb 2010 Top Social Network in Market % Reach of Web PopulaGonAsia 14.9%Philippines 84.5%Australia 69.4%Indonesia 77.5%Singapore 72.1%New 63.6%TaiwanWretch.cc62.5%Hong 62.6%India Orkut46.8%South KoreaCyWorld54.2%Vietnam 18.4%Japan 29. Happy Marketer.more business from your websiteSocial Media + 30. 31. Facebook Fans Spend More Money 32. Spend Much More! 33. Businesses Agree, Social Media = Opportunity 34. Why Would People Connect With Your Brand? 35. But Staying Up To Date is 36. So Dont Forget Education In Your 37. What Makes Up A Social Media Strategy? 38. Happy Marketer.more business from your website Social Media + Organizations 39. A plan that suits everyones needs 40. Social Media Networking MetricsQuantitative Fans, followers, page views Channel performance Conversions Comments/posts Pages ranking on search engines ROI on Money and Time 41. Social Media Networking MetricsQualitative Inuencer sharing behavior Quality of conversation Enhancement of relationships with key audiences Enhancement of company reputation Identication & value of Inuencers Fan likelihood to promote or ofine event 42. ROI Measurement: Marketing/Sales 43. Customer Support Customer satisfaction Number of initiated support tickets per customer per period Support cost per customer in 44. Product Development Number of new product ideas % of ideas from customers/prospects/community Idea to development initiation cycle time Revenue/Adoption rate of new products from community vs.traditional sources 45. HR Retention/Employee turn over Time to hire Prospect identication cost Prospect to hire conversion rate Hiring cost Training cost Time to acclimation for new 46. Happy Marketer.more business from your websiteSocial Media 47. Advantages Easier to build social communities Faster Crisis Reponse Improved Social Media Performance (Team Effort!) 48. Have you included Social networking sites, blogs, wikis uses? Not to disclose condential or proprietary info? Commenting on aspects of companys business Views expressed are mine alone & do not reect the views of Approval when posting on company accounts? Company request to remove comments or 49. What Other Policies You Should Consider Writing 50. 154 Policy Examples 51. What are we learning today? Social Media + Businesses Social Media + Users Social Media Landscape (David) Social Media Hands-On 52. Happy Marketer.more business from your com 53. (Today) 54. (12 years ago 1998) 55. (Today) 56. (14 years ago 1996) 57. (Today) 58. (14 years ago 1996) 59. (Today) 60. (12 years ago 1998) 61. (Today - 2010) 62. (10 yrs ago - 2000) 63. (Today 2010) 64. (10 years ago 2000) 65. (Today 2010) 66. (10 years ago 2000) 67. Our Expectations From Sites Have Changed Layouts & Navigation Colors & Moods Use of Graphics Fonts & Typography Amount of Content Use of Rich 68. Changed For The Better Layouts Simpler, cleaner layoutsNavigationText-based NavigationLighter colors, GradientsColors & MoodsSubtle/No BackgroundsUse of Graphics Sans-serif, Web-safe fontsFonts & Information-rich sitesTypographyOnly when effectiveAmount of(videos, demos, slideshows)ContentUse of RichMedia 69. Breakout: What Sites Do You Dislike? IRAS MySpace / 70. Breakout: What Sites Do You Admire? Google? Yahoo? MSN? Facebook? News sites? Games? Your favourites? 71. Happy Marketer.more business from your websiteEffective Websites8 Principles of Awesome 72. 1. A Home Page Thats Useful 73. That afrms the brand and site purpose Assures the visitor that they have landed at the right site - clearly displays its brand and any unique selling points. Avoids long introductions as customers will seek this information in the about us section. 74. Has the optimal page layout Shows visitors a clean and easy to understand homepage which isnt cluttered and has all relevant information available on the top of the page. 75. Includes news & promotions Mirrors any offers promoted in ofine advertising, andlets customers know of any compelling deals. Popular or seasonal products that are protable forare visible on the 76. Makes it easy to navigate further Easy for visitors to proceed beyond your homepage. With so many potential routes a visitor could take, makes sure they dont get lost. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links. 77. 2. Youre Taken To The Right 78. Links promos to the right page Product-specic ads and keywords should link to product specic pages; General ads about a product or service link to more general pages. Avoids directing visitors to search results 79. Mirrors your email / promo / ad title Mirrors the headline or title of the ad on your landing page this way, the customers feel immediately reassured theyve been directed to the right 80. Ensures salient highlights are visible If you seecompelling prices, special offers or delivery options in some ad text, you will expect to see these on your site. The selling points from ad are clearly visible on landing 81. 3. Helps You 82. Makes product/service categories visible People need to see how to navigate in order to do so. Uses clear labels/titles to show products and services Builds a navigation structure that is intuitive and nottoo complex. 83. Uses easy-to-understand terms When labeling the product/service categories siteuses terms that you understand and nd appealing. Avoids jargon where 84. Highlights where to go next Helps the user understand how they can get from A to Bin the easiest possible way. Experiments with call to action buttons, or click-able linksand images to nd out what works best to direct thecustomer onwards. 85. 4. Makes It Easy To 86. Doesnt ask for unnecessary details Reduces the number of elds and steps in your checkout or enquiry process. Only asks the customer for information thats really needed. 87. Shows transparent steps Use a status bar to show what stage a customer is at in the checkout process. This sets expectations and makes the process seem manageable. 88. Expedites the process Helps the customer to complete forms by auto-populating elds where possible e.g. suggesting adelivery address based on the billing address in acheckout form. 89. Avoids distractions Removes advertising and unnecessary navigation bars from yourcheckout process. Minimize distractions that might lead a customer to moveelsewhere. 90. 5. Reassures You 91. Offers transparency on all contact Transparent about total costs and informs customers early onabout any extra charges. It can also be benecial in the checkout process to offerdownloadable information. 92. Claries what happens after contact Makes sure a customer knows how long the next step will take. You should receive immediate online email conrmation, that setsexpectations for an ofine 93. Offers security & trust logos Makes sure its pages are secure, and includes knownsymbols to indicate this e.g. padlock symbol. Ensures theres a privacy policy, billing policy andcompliance policy clearly 94. 6. Work on Your 95. Tested on Popular Browsers 96. Avoids Unnecessary Flash Files 97. Doesnt Load Up With Heavy Graphics 98. 7. Has Expansive Useful 99. Has Expansive Sitemap & 100. All Relevant Content is on the Web 101. Offers Email or other Subscription 102. 8. Has a Rich, Social Experience 103. Facebook + Bloggers + Tweeters 104. Videos, Videos 105. Allows Social 106. Locates, Reminds & 107. Happy Marketer.more business from your websiteSearch 108. Search Engines (in 1996) Netscape Navigator owned 80.3% of the market Altavista was the search engine of choice Text results and educational sites owned Search Engine results 109. Search Engines (in 2011) One horse race with Google havingover 80% global search share Browser market beginning to getfragmented but IE still winner Search Results now include: News Maps Images Videos Social Media Results Web 110. Customers Love Search 111. Search Trusted Results! 112. Happy Marketer.more business from your websiteMobile & 113. Mobile Phones (in 1995) 114. Mobile Phones (in 2011) 115. Extending to Tablets 116. And the 117. 2 in 5 users use Mobile Internet 118. Its an App app world 119. Its an App app world 120. Its an App app world 121. Happy Marketer.more business from your websiteReal World 122. The New Web 2.0 World1. Websites 1. Shopping sites 2. Review sites 3. Blogs 4. News sites2. Social Networking Sites3. Mobile Apps4. Videos & Multimedia 123. How would you use these to 1. To plan a holiday to the Seychelles2. To decide which phone to buy3. Buy a new book for your dads birthday4. Organize a birthday party for your spouse5. Keep your 3 year nephew entertained 124. Questions?Contact: Rachit DayalPhone: +65 9427 4110Web: www.HappyMarketer.comEmail: Hello@HappyMarketer.comTwitter: @hmarketerFacebook: 125. Happy Marketer.more business from your website Social Platforms & Web 2.0 Environments David Liem Senior Consultant, Happy Marketer david@happymarketer.comSocial Platforms and Web 2.0 Environments 126. Social Platforms and Web 2.0 Environments 127. Social Platforms and Web 2.0 Environments 128. Payment Trends in Facebook1. Virtual Currency 1. Facebook Credits 2. Game Cash 3. Experience2. In Game Payments3. Virtual Goods Social Platforms and Web 2.0 Environments 129. Facebook Credits Used as a currency or apayment method Facebook Credits cannot be.. 1. cashed out into real-worldcurrency 2. used to enable person-to-personfunds 3. used to sell physical or real-worlditems Social Platforms and Web 2.0 Environments 130. Credits as CurrencySocial Platforms and Web 2.0 Environments 131. Credits are Payments Social Platforms and Web 2.0 Environments 132. Credits to buy in game currencySocial Platforms and Web 2.0 Environments 133. Social Platforms and Web 2.0 Environments 134. Cash to buy in game creditsSocial Platforms and Web 2.0 Environments 135. Notes about Microtransactions in Games Low Friction: consumers get comfortable spending smallamounts of money to begin with Works well once players get addicted to the game No amount of money one can spend: microtransactionscan add up to hundreds even thousands of dollars May cause unfairness in game play from players buying theirway to successPros and Cons of Microtransactionscompared to Subscriptions?Social Platforms and Web 2.0 Environments 136. Virtual Goods: what Virtual Currency buys Non-physical objectspurchased for use inonline communities oronline games Sometimes referred asmicro transactionsSocial Platforms and Web 2.0 Environments 137. A few notes about Virtual Goods According to a PlaySpan survey: 57% of consumers are buying virtual goods in a game PayPal and credit cards are the most popular way to pay for virtualgoods >50% of the time virtual goods are purchased in the middle of agame On average, virtual goods buyers spent $100+ on virtual goods in2010 iPhone owners, virtual world regular visitors, and frequent gamers arethe heaviest virtual goods buyers.Read more: Social Platforms and Web 2.0 Environments 138. Online Gaming Portal Free to play, but credits used to gain in-game coins Social Platforms and Web 2.0 Environments 139. Social Platforms and Web 2.0 Environments 140. Friendster Login abc123321aSocial Platforms and Web 2.0 Environments 141. Trends in PC Games Digital-Only Distribution Direct to Consumer: no middle man Mainstream accessibility of broadband internet allowing greater convenience for distribution and purchasing of software Lower/Eliminates physical costs of producing, shipping and storing software Indie artists/studios now able to access the same distribution channel as major studios/labels Downloadable Content Additional or Premium content to enhance and prolong game playSocial Platforms and Web 2.0 Environments 142. Steam Digital Distributor, and multiplayer platform 1,300 games available, 30 million user accounts Estimated 70% share of digital distribution market for videogames Social Platforms and Web 2.0 Environments 143. DD= Lower Prices+Greater Convenience Prices often lower than instore prices Read to play, seamlessinstallation Eliminates storing of disks,purchases can bedownloaded again in thefuture Social Platforms and Web 2.0 Environments 144. Viable Platform for Indie Developer Lowers the barriers toentry Greatly increases theselection of games available Social Platforms and Web 2.0 Environments 145. Downloadable Content Similar to Microtransactions Purchase customizedequipment, weapons for ingame character Additional Missions,Campaigns Allows developers tocontinuously prolong replayvalue of games Social Platforms and Web 2.0 Environments 146. Age of Empires Online Free-to-play downloadableOnline PC game Purchase Premium Packs tounlock new features,weapons, and armor Purchase in game mini-games for more experienceand itemsSocial Platforms and Web 2.0 Environments 147. iTunes & App Store Revolutionized the onlinepurchasing world Seamless installation andbackup Goodbye album, hello single Music and App prices from$0.99 1-Click purchasesHow has iTunesChanged your life?Social Platforms and Web 2.0 Environments 148. LinkedIn Free online networking for professionals Premium features for recruitment and enhanced targetednetworking Social Platforms and Web 2.0 Environments 149. Social BuyingSocial Platforms and Web 2.0 Environments 150. Deal WebsitesSocial Platforms and Web 2.0 Environments 151. Social Shopping if you get three of your friends to buy the same deal youvejust purchased, you get that deal for free More likely to purchase if friend purchaseRead more: Do you think Social Shoppingis a trend or is it here to stay? Social Platforms and Web 2.0 Environments 152. Happy Marketer.more business from your website Lets Get Physical with Social Media David Liem Senior Consultant, Happy Marketer david@happymarketer.comSocial Platforms and Web 2.0 153. Agenda Twitter (Posting, Adding, Following, Replying) Facebook (Groups, Pages, Questions, Games, Payments) Google+ Tumblr LinkedIn walkthrough, Groups FourSquare Walk throughSocial Platforms and Web 2.0 Environments 154. Twitter Username: HappymarkSG Password: abc123321aSocial Platforms and Web 2.0 Environments 155. Test AccountTumblr Password: abc123321a Social Platforms and Web 2.0 Environments 156. Questions?Contact: David LiemPhone: +65 97396959Web: www.HappyMarketer.comEmail: Hello@HappyMarketer.comTwitter: @hmarketerFacebook: Platforms and Web 2.0 Environments 157. Lets see what are Singaporeans aresearching for right now?...... 158. If I were to ask you, how was Singaporefeeling today right now? Sad? Happy?Ok? What would you say?? 159. And what are they tweeting as wespeak?? 12:26 160. We have moved into areal-time information eraPeople are searching & communicatingthrough real time, social & location-awaremechanismWhat sparked this change?? 161. The advent of Web 2.0 has transformed& revolutionized the Internet Web 2.0 encompasses services & applicaGonsthat facilitate a two-way process tocommunicate, share and collaborate 162. Its much more than just Facebook, LinkedIn &Twitter 163. Everyone can be a creator, critic &collector! 164. Social media allows the same consumer to bea producer & your brand ambassador too! 165. On a lighter note, today we even have aprescribed social media diet;) 166. The Internet has democratizedinformation ow. People & Consumers have thepower & choice to communicate, critique,discuss, share, transact through varioussocial & location-aware mobile toolsBrands & companies need to innovate& offer new, relevant ways to live, work & play 167. A bit about myself.. Currently head the APAC BD team @Pinstorm Previously, led a brand consulting rms operations in India Started my career in the Civil Service at IESingapore Majored in Comp Engg in NUS & minor in Technopreneurship Had won in the TEC category at Startup@Singapore in 2004 Love cricket & a believer in social @pranmaz 168. Pinstorm A performance drivenintegrated digital marketing rm Asias leading independent digital marketing company. Presence in India, US, Singapore, Zurich & Kuala Lumpur 100 + people, employee-owned. Idea-led, media-agnostic, performance-driven. Only digital brand management rm to be chosen by Red Herring in the Global 100 hottest companies list A game changer in the digital advertising space. 169. Web 2.0 & EvoluGon of Social & Mobile Payments 170. US$12.5B 171. In the Web 2.0 era, mobile is the 3rdscreen and is revolutionizing the world 2010: 5.3B mobile subscriptions 77% of the world connected 90% of the world under mobile coverage 940M global mobile broadband subscriptions 13.6% of the world can access the Internet through mobile Growth primarily from emerging markets in AsiaSource: ITU; MobileThinking 172. Inthe last 12 months, customers around the worldHave ordered more than US$1B of productsfrom Amazon using a mobile device ~ Jeff Bezos, CEO Amazon There are about 200M mobile video playbacks every day on YouTube ~ Google 173. Major shifts happening in terms of thedominance of handsetSource: Nielsen, Engadget 174. With smartphones coming into thepicture, the competitive landscapeSource: Nielsen, Engadget 175. The smartphone landscape is veryfragmented with Apple leading the waySource: OnlineMarkeGngTrends 176. There is fragmentation even in thepreference of operating systemsSource: ITU; MobileThinking 177. With the advent of fast 3G networks,higher smartphone penetration, there is 178. With the advent of fast 3G networks,higher smartphone penetration, there is 179. With the advent of fast 3G networks,higher smartphone penetration, there is 180. Mobile apps are re-dening how we liveour lives, communicate, share, discuss, 4B apps downloaded from AppleAppStorealone! An avg. iPhone user spends US$80a year onapps! 181. The convergence of mobile & social iscreating a wave of opportunities in the 182. The convergence of mobile & social iscreating a wave of opportunities in thedomains of entertainment, gaming, 183. The three fundamental mobile & socialactivities that are game-changers & Mobile & social gaming Mobile commerce Mobile & social daily deals Each of these activities are & willhave a heavy impact on the mobile& social payment opportunities 184. We now have a plethora of options tobuy & consume on the go, anytime, 185. Shopping habits arechanging and mobile & 186. US$11.99Over-The-Air Purchase! 187. A sweet potato in the SingaporeFarmville market costsabout S$5?!Infact during Haiti,Zynga donated 50% of every sweet potato seed bought! 188. What does all this mean & imply for VISA? 189. Mobile payments for digital & physicalgoods, money transfers and NFCpayments.. US$240 Billionin 2011 US$670 Billionin 2015Source: Techcrunch, Juniper 190. Where will all this $$$ come from?? 191. Where will all this $$$ come from?? 192. And 45% of the world & a good majorityin Asia are ready for this! 193. And the major platforms and serviceproviders driving this revolution are.. 194. And the major platforms and serviceproviders driving this revolution are.. 195. And the major platforms and serviceproviders driving this revolution are.. 196. Some of the pioneering clientsinclude.. 197. The big boys are making their movesalready 198. Ill leave youll with one excellent case studywherein your competitor leverages on social& mobile to offer daily deals creating a win- 199. VISA has set its vision for the digitalwallet but it must continue to monitorthe convergence between mobile & 200. Hope youve enjoyed the session. For anything else just drop me a tweet @pranmaz And if you want some Twitter Humour, please follow @Fake_PMLee 201. Ok, lets check if Singapores mood haschanged by the end of my long, boringspeech?